From novelty to show-off, a qualitative study of the beautiful face as a luxurious act in the city of Yazd

Articles in Press

Document Type : Original Research

Authors

1 M.A. in Social Research at Yazd University, Yazd, Iran

2 Sociology Department, Faculty of Social Sciences, Yazd University, Yazd, Iran

10.22034/sls.2025.66955.1521

Abstract

In recent years, with the expansion of media and social networks, the standard of beauty and the social pressures associated with it have changed significantly. The purpose of this study is to examine the attitudes, feelings, and behaviors of Yazdi youth regarding physical beauty and how this concern affects their self-concept and mental health. For this reason, the present study has attempted to examine young people who are influenced by ideal images of beauty in the media and this has increased their anxiety and dissatisfaction with themselves. Using the grounded theory method, 20 young men and women from Yazd were interviewed and the findings were structured in the form of categories of dissatisfaction with one's appearance, self-confidence issues, family value-behavioral hegemony, family control, ability to work independently, regrets resulting from limitations/deprivation, family and social contexts of humiliation, attempts to purify the past, self-blame, self-care, children's unadvisableness, anti-academic tendencies, and recreational preferences. The results of this study showed that luxury and consumerism have a dual relationship. Consumerism is considered a large part of young people's lives, and many young people consume excessively and even engage in conspicuous consumption in social gatherings.

Keywords

Main Subjects

Journal of Sociology of Lifestyle (SLS)

Articles in Press, Accepted Manuscript
Available Online from 09 November 2025

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History

  • Receive Date: 24 April 2025
  • Revise Date: 30 August 2025
  • Accept Date: 09 November 2025
  • Publish Date: 09 November 2025

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